Connecting Agencies with Clients and Brands with Customers

Ad agency business development is hard. It doesn't have to be

It’s been my world for more than 20 years. Not as a consultant but in the trenches perfecting my craft at small, mid-size and large agencies selling marketing services, AOR engagements and everything in between. I bring hands-on experience with many kinds of new client wins that have generated millions of dollars for agency owners. I also have experience as a client, managing, hiring and firing agencies. I know how marketers want to be engaged and how agencies can succeed. I work on your behalf as your New Business Director to engage and develop relationships that lead to new clients, better clients, and new revenue.

Common Challenges

The agencies that I’ve worked with share many of the same challenges – no time, limited resources, inadequate tools, no follow through, too many misses. My approach is professional, efficient and comprehensive. I know that to be effective; you first must sharpen your brand to stand apart from the competitors in your area of focus. You then must identify and model prospects that best fit your service offering. Finally, you structure and deploy a sales program so that the right prospects know you and have an interest in your services before their time comes.

Cash Flow, Profit, and Growth

As the firm owner, you have the responsibility to drive cash flow, profit, and growth and want to see the results of your investment in a business development consultant right away. I get it. I’ve lived it. I’ve answered to the CEO and CFO every day. That is why I implement a multi-faceted process that looks for new revenue across three fronts: new clients, past connections, and referrals. I implement a complete program using proven methodologies and the latest techniques fresh from the agency front line. Our industry has changed so much in the last couple years. New business and your agency must change with it.

How Long Does It Take

Make no mistake, it takes time to get up and running, it takes extensive research to achieve the degree of focus necessary, and it takes unwavering commitment to see it through, the same kind of commitment your clients have for their brand. Remember, marketers plan in yearly cycles and choose agency relationships for multiple year engagements so achieving an optimal business development program will also take multiple years. During that time, opportunities will begin to take shape, a few sooner than others depending on how quickly we get your new business program into the market and into the hands of your best prospects. Ultimately, you’ll achieve a long-range view of prospect opportunity available and reach the enviable position of smartly choosing this one over the other. That allows you to plan people and resources more accurately, forecast more confidently, and lead your agency to the future you envision.

The End in Mind

My services are structured with the end in mind. I set the process up so it can be internalized whenever you feel you have the staff and knowledge to be successful on your own. I establish the plan and provide you with all the elements of an executable program. I then can execute the plan by doing the prospecting, optimizing as we go and tracking results to show progress and ROI. Once the program is producing results and you take it over, I can continue to guide the process and your people to keep you growing. Each step will be customized to your firm, your vision, and your resources so that your agency can acquire new clients and better clients as fast as possible.

Lets Grow!

I only work with a small group of non-competing agencies at any time. If you are ready to grow, I can provide a high-level outline of a typical scope of work and how I might approach growth for you. I look forward to a conversation about your needs and any questions to help shape a plan that is right for your agency. You can learn more about me and what I think about business development in my blog the other pages of my website. #LetsGrow!